Not Dead Yet

How do we compare postal and electronic mail? I often hear marketers talking about how direct mail is dead. But the truth is that it is still alive and kicking. The popularity of marketing schemes will always vary. The period from 2008 to 2012 saw a massive decline of around 36 percent in direct mail packages sent to United States homes. This meant far less clutter, which meant more time for people to read the items they were sent. And this dynamic plays a role in B-to-B.

Direct mail thrives is because not everyone buys into the myth of digital mail killing regular mail. A survey in 2014 found that around 80 percent of Americans would rather read print versions of magazines. Around two thirds said they would rather read a paperback book instead of the online version. Even young people prefer print to digital because they feel more connected to the material!

“You think print is dead, while digital continues to grow more and more every day,” said Channon McCoy, a digital strategist. “But it is simply not the case. More and more companies are abandoning traditional forms of mass communication, which makes it easier to stand out among your target market with tangible promotions like direct mail.”

According to a Greenhat survey, B-to-B marketers will send around 28 percent of their budget on digital marketing, along with another 21 percent on offline marketing. This means print is far from dead, with $1 out of every $5 on marketing being spent offline. Around 11.9 BILLION print catalogues were created and mailed in the United States in 2014 according to the consulting firm Kurt Salmon. And many of these print catalogues help companies drive their digital traffic. Consumers will order things online because it is more convenience, but they still like looking through catalogues to see what is on offer. Receiving a catalogue can also remind someone about what products are available, along with providing brand recognition for the seller.

According to the Digital Marketing Association, direct mail results in around $12 in revenue for every dollar spent. It is still a very profitable way to spend your marketing budget, even if most companies are putting all their eggs in the digital basket.